Starting a business relationship is one of the most difficult tasks in sales, but it’s not rocket science. The key to prospecting successfully is twofold. First, you need to know what potential clients are looking for. Second, you need to know what low-cost platforms can be used to deliver it.

What Clients Want From Salespeople

Horsesmouth and Financial Research Corp. conducted a study last year and asked financial advisors what they were looking for in a good wholesaler. While this study was conducted for the financial industry, the information they found applies to any company that emphasizes consultative selling. Here is a list of the top 16 traits advisors are looking for.

1. Takes a solution-oriented approach to me and my clients rather than pushing product.
2. Understands how I do business.
3. Offers ideas based on what’s working for other advisors.
4. Offers ideas on how to market business more effectively.
5. Offers ideas on how to run practice more efficiently and productively
6. Able to explain how his firm manages money differently from competitors.
7. Provides compelling materials to use with clients.
8. Offers ideas on how to use his firm’s products in complementary way.
9. Offers ideas for penetrating niche markets.
10. Offers insights on broader marketplace.
11. Understands competing peer products.
12. Doesn’t hide issues that could cast his firm in less favorable light.
13. Able to explain how his firm’s products would affect risk-return balance.
14. Anticipates issues that may create client anxiety and helps me be better prepared to handle inquiries.
15. Provides investment and/or market research.
16. Understands how my firm’s recommended list and platforms work.

If you create a free offer that applies to any or all of those issues, you will have set yourself apart from your competition and prospects will begin to take notice.Ideas for Free Services

What platforms are top salespeople and business owners using as a free service to potential clients? Targeted newsletters have always been popular, but there are more tools you can use. New technologies have made it easier to provide value-added services than ever before. In addition to newsletters, here are two more low cost, cutting-edge ways to introduce prospects to your business. Each of these technologies is customizable to your specific needs.

• Teleconferencing - Teleconferencing is a simple way to get your ideas across in a group setting without all the prep work and expense that goes along with event planning. You can even set up a call with freeconference.com for free.
• Video Conferencing - A step up from teleconferencing with enhanced video features. It will cost a little more, but WebEx.com still provides a quality video conferencing service at a low price point.

During the session, focus on the issues that matter to your prospects. Limit your meeting to 15-20 minutes and see what kind of response you get over time. Networking in the right places and inviting prospects to your free events can pay dividends over time. The key point is to always have something to invite a prospect to.Where to Network

How can you position yourself in front of targeted prospects? Where can they be found? No doubt that some prospects will need to be sought out individually - call by call, meeting by meeting. But there are certain places where high-end sales pros, business owners, and executives meet in groups outside of the office. Following are six of the top places to look:

• Chambers of Commerce
• Rotary Clubs
• LION’s Clubs
• Sales, marketing, and leadership association meetings
• BNI - for several (but not all) states
• Service organizations/non-profit volunteer groups

Of course, none of these meetings are all about you and some will provide better connections than others. Check each of them out. If you are going to attend, be sure to participate in the programs and you will make quality connections in a relatively short period of time.Take Action

Your prospects have stated what they want. Make an effort to deliver it to them. Don’t go on another networking event or sales call without having something to invite people to. When prospects do join, deliver the goods. Show them that you can help them make more money and find solutions to their problems. That is the way to set yourself apart and get a prospect’s attention.

About the Author: Bill Tamminga is the founder of Goal Revolution LLC, a company that specializes in corporate training, corporate wellness programs, and a unique consulting platform that helps businesses double revenue in less than 36 months. Visit http://www.GoalRevolution.com for more information.

This entry was posted on Friday, November 21st, 2008 at 1:38 pm and is filed under Sales. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.